Online ad spend overtakes newspapers: eMarketer

December 20, 2010
In this photo illustration, an ad seen on a website is displayed on laptop computers on November 2010 in San Anselmo, California. Online advertising spending in the United States will overtake spending on newspaper ads this year for the first time, digital research firm eMarketer said Monday.

Online advertising spending in the United States will overtake spending on newspaper ads this year for the first time, digital research firm eMarketer said Monday.

EMarketer estimated that online ad spending will grow 13.9 percent in 2010 to 25.8 billion dollars while spending on print newspaper ads will drop 8.2 percent to 22.78 billion dollars.

Including Internet ads, print and online revenue will hit 25.7 billion dollars, eMarketer said, still below the 25.8 billion dollars advertisers will spend online.

"Marketers are devoting bigger shares of their budgets to digital media as they see more customers shifting time toward the Web," eMarketer chief executive Geoff Ramsey said in a blog post.

"It's something we've seen coming for a long time, but this is a tipping point," Ramsey said.

"The bad economy has actually accelerated the shift to digital ," Ramsey added. "Online ads -- especially search ads -- are increasingly seen by many marketers as a more reliable bet than print , which are often difficult to tie to a measurable financial result."

EMarketer said total ad spending in the United States is expected to grow three percent in 2010 to 168.5 billion dollars.

EMarketer said print newspaper ad spending is expected to slide by six percent to 21.4 billion dollars in 2011 while online ad spending grows 10.5 percent to 28.5 billion dollars.

US newspapers have been grappling with declining print , eroding circulation and the migration of readers to free news on the Web, and online ad revenue growth has not kept pace with losses on the print side.

Explore further: US advertisers to spend more on digital than print: study

Related Stories

US newspaper ad revenue down 27% in 2009: NAA

March 25, 2010

US newspaper advertising revenue plunged more than 27 percent last year, with both print and online registering double-digit declines, the Newspaper Association of America said.

Signs of recovery for online ad market in US

April 7, 2010

Online advertising revenue hit a record 6.3 billion dollars in the United States in the fourth quarter of the year, a bright spot in an otherwise dismal year, according to a report on Wednesday.

Facebook top publisher of display ads: comScore

May 13, 2010

Facebook has passed Yahoo! to become the top US publisher of display ads on the Web, another milestone for the fast-growing social network, according to figures released on Thursday.

Advertisers flocking to Facebook: eMarketer

August 13, 2010

Internet research firm eMarketer on Thursday reported that advertisers are flocking to Facebook and will spend more than a billion dollars at the world's top online social network.

Recommended for you

Math reveals unseen worlds of Star Wars

February 10, 2016

Using a new computer program, EPFL researchers offer unusual insight into the universe of Star Wars, which includes more than 20,000 characters spread among 640 communities over a period of 36,000 years.

Tiny diatoms boast enormous strength

February 8, 2016

Diatoms are single-celled algae organisms, around 30 to 100 millionths of a meter in diameter, that are ubiquitous throughout the oceans. These creatures are encased within a hard shell shaped like a wide, flattened cylinder—like ...

Riddle of cement's structure is finally solved

February 9, 2016

Concrete is the world's most widely used construction material, so abundant that its production is one of the leading sources of greenhouse gas emissions. Yet answers to some fundamental questions about the microscopic structure ...

0 comments

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.